Shortly after the Air Force switched their slogan last month from Cross Into the Blue to Do Something Amazing, the Army is replacing the relatively new slogan An Army of One. The Army had to reevaluate the effectiveness of its $200 million per year advertising contract after missing its recruiting goals in 2005. The result is a new slogan with high expectations and deep meaning.

The new slogan Army Strong was developed by McCann Worldgroup. The five-year contract with McCann Worldgroup is valued at $1 billion with the first two years guaranteed at $200 million annually.

The slogan Army Strong expresses physical and emotional strength; the very qualities the Army recruiters have on the long list of benefits for joining the Army. The slogan also has a deeper meaning. Parents, teachers, and other influential people in a young adults life will be more likely to view the Army as an outlet to strengthen ones character. Beyond personal strength the new slogan will exude the strength of the Army, its capabilities, firepower, accomplishments, and fortitude.

Although the Army has been exceeding their recruiting goals for 2006, recruiting during wartime is difficult. To meet challenging times, the Army has offered bigger financial incentives, increased the number of recruiters, and used the Internet more to reach their target audience. The Army has also accepted more applicants with lower-tier scores on aptitude tests.

The newly launched slogan has already created a buzz in the blogging world. For the most part, bloggers are glad to see the old motto (An Army of One) leave as fast as it came. Other bloggers want the slogan Be All You Can Be to make a comeback.

Only time will tell how the public will react to this slogan, but all initial signs show this to be a strong move forward for the Army.

# # # #

SGT Michael Volkin is the author of the book: The Ultimate Basic Training Guidebook: Tips, Tricks and Tactics for Surviving Boot Camp, available at www.UltimateBasicTraining.com.

I was thinking about this and came up with a slogan. " Dont watch History, help make it" It appeals to the need that all people have to be part of something bigger than themselves. Imagine you are a 19 year old boy,you want to do something differant, unlike your friends who go either to college or some dead end job. waht do you think????

8
posted on 10/15/2006 8:04:41 AM PDT
by Yorlik803
( When are we going to draw a line a say"this far and no farther")

The neighbor's son returned home on leave. He's been through basic, his school, ( Ammo Specialist ), and Air Assualt (? ), He rattled off a bunch of Army jargon. He's going to be stationed at Ft. Campbell . I noticed a big change in the lad. I wish him all the luck.

10
posted on 10/15/2006 8:28:23 AM PDT
by csvset
(Show me just what Mohammed brought that was new, and there you will find things only evil & inhumane)

The Pentagon should subsidize pro-military action movies, and even encourage a batallion or two of veterans by offering them TDY to work as actors and extras.

In past, this has been problematic, because the left always attacks them for "making propaganda". The Pentagon needs to overcome the fear of this anti-military attitude, and actively encourage pro-military screenplays, productions, direction and acting.

The justification for this lies in the *fact* that *any* military recruitment can and is attacked for being "propaganda", by those that despise the military. No matter how much you might wish to appease those that hate you, it will not change their minds.

Right now, there are natural "movie locations" in the more peaceful parts of both Afghanistan and Iraq that would make for superior cinematography. And plots could be intentionally woven to include not just extreme action, excitement and risk; but also purely humanitarian roles, and the great gamut in between.

And while movies in past have usually focused on just one branch, such movies could crossover, showing the intensity of the Army, Navy, Marines, and Air Forces, conventional and unconventional operations, like no typical Hollywood production could dare.

On top of featuring our military, such movies could also show the profound bravery and courage of our allies working alongside of us. Hat tips to those who have been with us side-by-side from the beginning, along with descriptions and maybe a few depictions of their heroism, as well.

I love that commercial with the army kid and his dad and the dad says "You've changed", the kid asks how and the dad says "You're standing up straighter, and when we shook hands you looked me in the eye." Geez, I just started to choke up thinking about it.

19
posted on 10/15/2006 9:24:10 AM PDT
by ichabod1
(Face it, every empire comes to an end, and ours is on the down hill slope.)

I was a Corpsman, too. My years with the Marines were by far the best of my career. I loved my Marines. I identified with them much more than being a sailor. In fact, I went Marine regs my 2nd and 3rd times with them. When I retired, I didn't keep any of my Navy uniforms, but I proudly held onto my Marine uniforms.

As long as I have my hair short, HQMC says I can continue to wear them to appropriate events ... and I do. Glad the Army changed their slogan; this one makes sense.

Tell him to enjoy his "Rendezvous with Destiny!" He should watch "Band of Brothers" again...he will get a greater understanding and appreciation for the unit citations he will be allowed to wear while assigned to the 101st...I know I did.

26
posted on 10/15/2006 12:14:06 PM PDT
by SAMS
(Nobody loves a soldier until the enemy is at the gate; Army Wife & Marine Mom)

Better yet, remember the t-shirts they used to sell at the PX: "Join the Army, travel to exotic countries, meet interesting people. Then kill them." or one of my all time favorites: "Nuke 'em 'til they glow, then shoot them in the dark"

27
posted on 10/15/2006 12:16:15 PM PDT
by SAMS
(Nobody loves a soldier until the enemy is at the gate; Army Wife & Marine Mom)

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